Now, customer service must be No. 1 concern

By David W. Hill
dhill@modbee.com

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A few months ago, a valley resident decided to call in an order for some food from one of the seemingly endless number of Mexican restaurants. After putting in his order, he was told it would be ready in 10 minutes. He showed up about 15 minutes later only to be told his order wasn't quite ready. No problem. As he waited, though, people were seated in the restaurant and getting their food. After several more inquiries, his food finally arrived. It took 60 minutes, not 10. When he expressed his concern to the manager, all he got was a "we'll take care of you next time."

Next time? What next time?

The same guy decided to give it another try sometime later. Only this time, he dials up a different Mexican restaurant and is told his order would be ready in 15 minutes. Having learned his lesson, he showed up 20 minutes later only to be greeted by a waiter with the wrong order. Oops, here we go again, he thought. But the staff and management apologized profusely and offered a complimentary beverage of the customer's choice (I'm thinking beer at this point). About five minutes later, the cook came out and delivered the correct order, also apologizing for the mistake and wait.

Customer service, or lack of it, plays a critical role in making or breaking a business, experts agree.

Now, when businesses are struggling to keep their heads above water, the loss of even one customer hurts. If the reasons for losing a customer are systemic, then look out because more losses are likely.

The Mexican restaurant fan disappointed in the first example isn't going back to that place again. But that establishment didn't lose just one customer; he's passed along his experience to his friends, family members, his PTA group, other soccer team parents and just about anyone else who would listen.

To prevent customer losses, Frank Whitney, president and chief executive officer of the region's Better Business Bureau, said businesses have to "start with trust."

He said businesses build trust by being proactive when it comes to customer service, following up quickly with customers to try to resolve their issues. "The customer needs to think he's more than just a sale, more than just a number," Whitney said.

Going the extra mile today can be tough on businesses that have had to cut staff. Still, Whitney said, businesses can reach out to people by simply making eye contact, saying, "Thanks for coming," or if busy, "I'll be with you in just a minute."

He said the businesses that do this the best are those that have been around the longest. Their longevity is built on a consistently high level of customer service, taking care of people, delivering what's promised and making sure their issues get handled. That creates the trust that's needed to bring customers back even in tough times.

It's the kind of trust Norm and Evan Porges have built over the years at Prime Shine Express, the Modesto-based car wash company. For them it starts with their workers. "If you hire happy people, you'll have happy customers," Evan Porges said.

Prime Shine sets clear guidelines about what their workers need to do to provide the kind of service and experience the father-and-son team want for their customers. And they reward workers for delivering it.

When it comes to customer service, Porges said, local businesses have an advantage because they deal directly with their customers. He said the big-box stores and national chains often direct people out of state or out of the country when they have issues. By dealing with problems head-on, he said, local businesses can create customer loyalty the big boys can't.

Teresa Ledesma, a disabled senior citizen, went to several McHenry Avenue businesses to see if one of them would put some holes in the armrests of her electric scooter so she could install a canopy to protect her and her companion, a Maltese named Sugar, from the sun's harmful rays. She got nowhere.

Then she showed up at City Tire. Not only did the team there drill the holes, they installed the canopy and adjusted it. Ledesma said they told her if she had any problems with it to come back. "They didn't charge me one cent," the Modesto woman said in a letter to The Bee praising City Tire.

Now Ledesma isn't going to be buying four all-weather radials for her scooter at City Tire. But if City Tire is willing to do that for a disabled senior, think of the level of customer service they provide everyone else.

For businesses fighting for survival these days, treating anyone who walks through the door like gold ought to be the rule -- a golden one.

Bee business editor David W. Hill can be reached at dhill@modbee.com or 578-2336.